School of Business and Economics (SBE)

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Browsing School of Business and Economics (SBE) by Author "Ahad Ali"

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    Feasibility study of Baskin Robbins in Lahore region
    (2011) Ahad Ali; M. Yasir Naim
    This paper presents the feasibility study of Baskin Robbins in Lahore. The purpose of this report is to prepare a business plan for an ice cream parlor if Baskin Robbins in Pakistansince it has not many ice cream parlors at the moment. In last few years the concept of ice cream parlors is increasingly becoming popular. Baskin Robbins is world's number one ice cream brand and enjoys 98% brand awareness throughout the world. They have over 6000 outlets all over the world but not a single outlet in Pakistan. PakistanIce cream industry has been experiencing growth from last quiet number of years. Many local and international brands had been launched and are presently enjoying a good run of success. Especially the trend of ice cream parlors has made rapid strides in last few years. A survey was conducted in order to know the demand, basic market trends, awareness, location and competition in the market. Questionnaire method was used to conduct this survey. A complete marketing plan was designed keeping in mind the premium position of the brand and also the survey results. The segmentation, target and positioning strategies were designed according to company policies while marketing mix strategies were designed based on the mix of company policies and survey results. The operations of the franchise are a critical factor for its success. So, emphasis was given in designing the inventory model, warehouse location and the process of placing orders. Based on the annual demand calculated in the operations section a complete financial analysis was performed, including the three basic projected financial statements i.e. Income Statement, Balance Sheet & Cash Flow Statement. The project is based on a 100% equity based model, as company itself provides easy installment payment procedure over a desired period of time. It is recommended that the Baskin Robbins should be launched as the IRR and positive NPV of the project showed that it is feasible. The gap in the market is still to be covered and one can safely say that it will enjoy a good run of success over a long period of time.